Branding

1. CREATING AND
MANAGING BRANDS
AND BRAND EQUITY
Module-3

2. Objectives
 Learn the different functions of a brand
 Identify the different brand elements
 Develop a brand map for brand associations
 Understand how to create a strategy for a cohesive
brand image
Go to www.menti.com and use the code 41 87 50

3. What Does This Image Bring To Your Mind?
Write the first 3 words
that comes to your
name followed by your
name.
E.g:
1.Engineering,Viharika
2. XXXXXXX, Bhavith
3. Wrfgjk, Varnika

4. What Does This Image Bring To Your Mind?
Write the first 3 words
that comes to your
name followed by your
name.
E.g:1.Delicious,Viharika
2.XXXXXXX, Bhavith
3. Wrfgjk, Varnika

5. BRAND
A name, mark, or logo to identify and distinguish
a product, organization, or company from another
Experiences, emotions, and history associated
with a product, organization, or company
CLASS ACTIVITY:
Go to https://www.sporcle.com/games/g/corplogos

6. Go to https://www.sporcle.com/games/g/corplogos and take the corporate logo quiz to
test your knowledge of corporate logos. Logos are important to a company’s overall
branding. Post your results below, then answer the following questions.
This is just a personal test to show you the power of a memorable logo. You will not be
penalized for not knowing all of the brand logos.
Correct Answers _______ Incorrect Answers _______ Score _______
Discussion Themes:
1.What are some common themes between the brands that you could accurately identify
and ones that were unknown to you?
a.Known: __________________________
b. Unknown: ____________________________
2. What do you think makes a brand most identifiable?

7. A brand has
two key
features
Identification
Differentiation

8. TRADEMARK
A legally protected brand name, brand mark
(including a logo), or a combination of
these.

9. How does it protect a brand?
 One main aspect of trademark is to prevent
customer confusion
 It prevents a company from misrepresenting
itself such as impersonating another brand

10. ®vs. ™ Symbols
• If a company or product has registered its
trademark, it can designate that trademark
with the symbol ®
• A ™ indicates a trademark that is not
an officially registered one

11. Trademark Criteria
A name must be distinctive and not just
commonly used to describe a product or its function
CLASS ACTIVITY:
Go to
https://www.businessinsider.com/can-you-identify-these-12-brands-by-their-
trademarked-colors-alone-2012-2?IR=T#owens-corning-has-its-shade-of-pink-
trademarked-and-integrated-it-into-its-advertising-by-using-the-pink-panther-as-
a-mascot-20

12. Brand Differentiation
 Brand attributes
 Usage situations
 Personality of brand
 Emotional history
with brand
 Previous experience
 Reliability
 Attitude toward
brand
 Typical customer

13. Brand Image
How consumers actually view a brand
and any associations they have with it

14. BRAND PERSONALITY TYPES

16. Brand Personality Types
https://youtu.be/S6VVOmT0Vk8
https://youtu.be/JOn-oqfj8JY
https://youtu.be/caIyWMIC1lA
https://youtu.be/npPYF-QevGQ
https://youtu.be/HgjXw2OMEIQ

19. Word Cloud
An illustration composed of relevant words
in which the size of the word indicates its
importance or frequency in a given scenario

21. When a brand can be identified or is
differentiated
to a consumer it has brand value

22. Brand Value
• customers pay a premium price
• customers recognize the product and choose it
• customers perceive less purchase risk and
choose the product
• customers share about the product through
word-of-mouth advertising

23. Brand Equity
The added value delivered by the brand
over the functional benefits or book value
of the product, service, or company

26. Perceived Value
• Branding can help shape our perception of future
experiences with a product or service
• If a company builds a strong brand with positive
associations, it can help increase future product
satisfaction

27. Branding
Aims to help a consumer
associate a brand name and
logo with a company
or product
It focuses on the overall
perception that a consumer has
with a product or company
Positioning
A strategy for defining
and portraying brands
or products
This causes the ideal customers
to perceive them as the best
solution for their needs

28. Individual Branding
• A company brands each product individually
• Pro: The company can market to very different
segments with distinctly different brands to fit each
segment
• Con: Building a brand for each separate product
is expensive

29. Umbrella Branding
• Marketers brand an entire group of products, either at
the institution level or a group (family) of products level
• Pro: Companies reap the benefits of economies of scale
in advertising and branding
• Con: If something negative happens with one product
in the brand line, then it can affect all of the products

31. Sub-branding
• The company develops a brand but also brands products
or groups of products individually
• The individual products get the benefit of the positive
carry-over of the institutional branding
• The company can still divest (sell off) a product and
remove the institutional name (or endorsement)
from the branding

32. The process of creating accurate brand
identification and associations in the mind
of the consumer
BRANDING

33. The way that a company wishes to be portrayed
BRAND IDENTITY

34. How consumers actually view a brand
and what associations they have with it
BRAND IMAGE

36. Create a Brand Identity
• Brand name and / or brand mark
• Brand promise / purpose
• Brand tone and personality
• Associations and brand words

37. Communicate the Brand
• Consistent logo usage
• Photos and videos
• Website content
• Choose consistent
messaging
• Colors
• Fonts
• Packaging

38. Fulfill Brand Promises
• Create brand guidelines to consistently portray
the brand
• Set employee standards
• Invest in customer service

39. REVIEW
It is vital to follow up with consumer insight
research
to see how consumers view the brand.

40. REVIEW
Branding affects a customer’s
perception and expectations.

41. REVIEW
Branding can increase the value
of a product or service.